Author: Franz Malten Buemann

Video marketing isn’t “quick.” On average, it takes 2 weeks to create a video from start to finish.

To get the most traction out of your work, it’s essential to pick the best video marketing channels to leverage. However, since most social media channels are pivoting to video, it’s hard to know which ones are worth your time.
Here, we’ll list the best video marketing channels for your long-form, short-form, and live videos — based on ROI, engagement, and lead generation.
Best Channels for Long-Form Video
1. YouTube
In the social media sphere, YouTube feels like a steady ship in choppy water. In fact, it’s nearly impossible to talk about video marketing without mentioning the behemoth that is YouTube.
Launched more than a decade ago, YouTube has kept a competitive edge against new players in the field, like TikTok and Instagram. But it’s not just an entertainment hub — it’s a powerful marketing tool.
According to a HubSpot Blogs report of 500+ video marketers, almost half (48%) of marketers plan to increase their investment in YouTube this year.

Participants also ranked YouTube as the second best platform for ROI. While many marketers find success on YouTube for different reasons, its large user base (2.6 billion active users, to be exact) and advanced ad targeting certainly help.
If you’re looking for the best place to host your long-form videos — like product demos, Q&As, behind-the-scenes content, and more – YouTube may fit the bill.
Check out this article to see how brands are getting creative on YouTube in 2022, plus this guide on YouTube marketing 101.
2. Instagram Video
Video marketing is no small feat — it’s an investment in time, money, and effort. So if you’re looking to get the most bang for your buck, here’s one stat you need to know: 65% of video marketers say Instagram has the best ROI of any other platform.
Here’s more good news: 64% of video marketers say Instagram also has the best engagement and lead generation out of any other social platform. 

All this to say, if you’re looking to engage with your audience, build a community, and nurture brand loyalty with video, Instagram deserves a chance on your marketing roster.
Best Channels for Short-Form Video
1. TikTok
Since launching in 2016, TikTok has seen a meteoric rise, cementing itself as a powerhouse for short-form video while keeping more mature platforms, like YouTube and Facebook, on its toes.
Despite its popularity, some marketers initially dismissed TikTok as a platform for lighthearted dancing and lip-synching — and nothing more. But in 2022, things have changed.
According to a 2022 HubSpot Blogs report of 500+ video marketers, participants ranked short-form videos as the most engaging and effective type of content today — and TikTok is their platform of choice. In fact, 54% of marketers plan to increase their investment in TikTok this year.
When it comes to engagement, TikTok secures third place behind YouTube and Instagram — which is impressive considering its relative “newness.” Also impressive: the average user session on TikTok is 10.85 minutes — far exceeding any other social platform. In short, users are engaged.

TikTok also falls into third place for ROI, closely trailing YouTube and Instagram.
Despite its quirkiness, TikTok has become a viable marketing option for those willing to get creative — and these stats prove it. To learn more about TikTok marketing, check out this helpful guide.
2. IG Reels
Instagram’s answer to TikTok is here, and it’s called Reels. Reels are short videos that users can film, edit, and share on the app.
While you can create short-form content on a number of platforms, Reels has one major advantage: its discoverability. They appear on the platform in various places, from the Explore page to a user’s feed.
Since Reels are heavily promoted on the platform, the feature is almost unavoidable — sometimes to the chagrin of users. In fact, 91% of active Instagram users say they watch videos on Instagram at least once a week.

For marketers, Instagram is a great option if you want to play with multiple content formats — like carousels, Reels, Lives, and Stories — while capturing the attention of an already engaged audience.
Best Channels for Live Video
1. YouTube Live
With its massive user base, reach, and diverse audience, YouTube Live is an appealing option for your streaming needs.
It’s also a great time to get started: YouTube is currently expanding its live stream features, including Super Chats and Super Stickers, membership gifting, and more. These features enable greater engagement with your audience and additional monetization avenues.
YouTube also provides powerful analytics on live videos. Check real-time analytics like concurrent viewers, likes, and chat rates, as well as post-stream stats like new subscribers, total watch time, and more.
2. Instagram Live
Did you know Instagram captures 13% of all live stream viewers on social media? 
With Instagram Live, you can stream from anywhere — and invite guests to join your stream. There’s plenty of opportunity for engagement: viewers can send emojis, write comments, and send donation badges.
Additionally, when you go live on Instagram, your followers receive a notification to tune in so your stream won’t get lost in the crowd — which is more likely to happen on YouTube or Twitch.
3. Facebook Live
Like YouTube, Facebook boasts a massive audience spanning multiple age groups, although Millennials take up the largest share.
Facebook Live is an excellent option if you’re already active on the platform and have a healthy following. But if you’re still growing an audience, fear not — you can go live from a personal profile, page, or even a group.
With Facebook Live, you can edit previously recorded streams, chat with users using the live chat feature, and schedule your streams in advance. However, keep in mind that Facebook limits your stream length, and your monetization options aren’t as robust as other platforms.
But what about Twitch?
It feels odd to exclude Twitch from a conversation about live streaming. That said, marketers report low engagement and ROI on the platform, and only 10% of marketers plan to leverage Twitch for the first time this year. Additionally, Twitch is highly saturated with gamers – so if that’s outside your niche, it’s worth exploring other options.
Back to You
It takes time, money, and energy to create videos — making it imperative to find the best home for your content. Start by defining your goals — such as lead generation, engagement, or brand awareness. Once you nail down your goals, it’s easier to pick the platform that can achieve them.

Remember when we used to wake up bright and early and commute to the office five days a week?
Thinking back, it feels like a distant memory of a time before Covid-19. But for some workers, the days of rolling out of bed and hopping on a computer from the comfort of home could be coming to an end.
With the pandemic winding down, many companies like Apple and Google are going for a hybrid model, asking employees to come in a few days a week. But others, notably Tesla and Goldman Sachs, are requiring workers to come back to the office full-time.
Despite studies showing that workers are happier — and more productive — when working from home, the possibility of a full return to the office looms over remote and hybrid workers.
But will those employees rush back into the office when asked to? We did our own consumer research to find out.

Will In-Office Work be a Dealbreaker for Employees?
When we asked over 200 remote/hybrid workers if they’d consider leaving their job if forced to go back to the office full-time, 54% say they would look elsewhere.  
Why? Workers Crave Flexibility
We found that flexibility in working remotely, a flexible work schedule, and a healthy work/life balance are among the top reasons remote or hybrid workers stay in their jobs.
In fact, flexibility in working remotely is almost as important as pay:

Who’s Still Working Remotely?
You might also be wondering what percentage of workers are currently remote, fully in-office, or using a hybrid model.
Working on-site is the dominant model, with 40% of employees in the office full-time, while 32% are fully remote and 28% are hybrid.
What Business Leaders and Managers Should Keep in Mind
Of course, some work simply can’t be done remotely, but the pandemic proved that even those jobs could have more flexibility than we thought.
While we can’t predict all the effects of making employees go back to the office full-time, it’s clear that doing so when unnecessary could make many employees consider their exit.
If you’re an employer thinking of requiring a full-time return to the office, make sure to proceed with empathy and patience, transparently explain to your team why the work must be done in office, and consider the possibility that some of your talent could move to another company if they prefer flexibility.
To help your employees transition back to the office, while still retaining a healthy level of work-life balance, you could also consider alternatives like:

Flexible office and home hours on light meeting weeks.
A company-wide meeting free day each week (Our HubSpotters love our Meeting-Free Fridays!)
A few more vacation days in summer or during the winter holidays.
Extra time off for work anniversaries. (An example of this would be HubSpot’s 5-Year Sabbatical Program)
Additional family, sickness, or mental health leave options when possible

Lastly, if remote and hybrid work are doable for your marketing department or business, but you or other managers on your team have less experience with a remote workforce — don’t let that hold you back from building great virtual strategies. To learn the ins and outs of remote or dispersed team management, with tips from HubSpot leaders who’ve mastered it, check out this ultimate guide. 
More Insights on Trends That Matter
The data in this article came from our bi-annual trends survey where we asked 1,000 people about topics ranging from the metaverse to shopping habits, online communities, and the great resignation.
To learn all about the key consumer trends that could impact your business or marketing strategy in the next six months, check out our upcoming State of Consumer Trends Report.

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